Lucy Hinton is SVP Consumer Success EMEA at Flashtalking, the advert administration platform that was acquired by Mediaocean in 2021. I just lately chatted with Lucy to seek out out extra about her function, how you can put collectively a successful multichannel advert marketing campaign, and the way the adtech business might evolve over the approaching months.
Inform us about your function – what does a typical day appear to be for you?
My function is admittedly targeted on our purchasers and partnering with them to make sure that they will create campaigns that ship actual outcomes and join with their prospects. That is particularly essential proper now, as manufacturers proceed to cope with a interval of uncertainty, not sure of how you can plan successfully for the following few months because of financial, provide chain or power crises – every of which have a big impact on advertising budgets and promoting methods.
By way of what my typical day appears to be like like, I kick off with the crew every day name, which began at first of Covid to interchange the tea/espresso chat within the morning and it’s nonetheless going two years later. It actually retains us linked. Then there’s a mixture of company, consumer, accomplice conferences, inside/1:1 catch ups, pitch assembly planning, QBR (quarterly enterprise evaluations) and all the time a every day check-in with the MD of EMEA. There’s additionally a LOT of tea consumed and doubtless a couple of sneaky strokes with the cat! To not overlook my most vital job of the week – researching a joke to share in my weekly name with Hotwire (our communications company).
What makes for a successful multichannel advert marketing campaign? Any stand-out channels, tendencies, or technique that you just suppose is vital proper now?
The elemental a part of any multichannel advert marketing campaign is constant technique and inventive, no matter channel. A client doesn’t consider content material in the identical means entrepreneurs do, so it’s vital for entrepreneurs to create content material to match a client’s expertise and mix the promoting content material into the platform to create a constant and interesting personalised expertise. Measurement can also be key to a successful technique: you want to have the ability to be taught and adapt and with out constant measurement, that’s not doable.
Unsurprisingly, TikTok continues to be sizzling property and has grown in recognition with advertisers over the previous 12 months. And it’s straightforward to see why. TikTok affords unparcelled entry to audiences which can be notoriously troublesome to achieve by means of conventional promoting and it has an instantaneous nature, invitation to take part and capability to steer the social dialog, which epitomises the trendy nature of social media. Nonetheless, it’s vital not simply to leap on a pattern if it doesn’t match along with your model identification and types want to contemplate TikTok as one platform and a part of a wider multichannel marketing campaign.
We’re seeing increasingly advertisers desirous to ship personalised messaging throughout all channels; social and CTV are particularly vital given their growing recognition amongst customers. This is the reason it’s vital to decide on a tech accomplice that may span all platforms and walled gardens, to offer a really multichannel promoting technique.
Digital Shift Report This fall 2021 Chapter 1 –The Unstoppable Rise of TikTok
What are your ideas on the delay to the HFSS advert ban?
In the event you imagine adverts work (which I very a lot do), it’s a ethical concern to restrict promoting to youngsters. Adults could make up their very own minds about HFSS merchandise; youngsters shouldn’t be influenced by promoting. Nonetheless, advertisers want time to make sure they will adjust to the most recent laws, have the data they want and be prepared for the adjustments. Our business already has sufficient challenges being thrown at it!
I additionally suppose the federal government must go additional than limiting the advert business. Whereas this might have a optimistic affect, extra must be achieved.
2022 has undoubtedly pushed a shift in technique because of new privateness measures. What recommendation would you give to manufacturers navigating this new panorama?
The cluster of conversations round identification, information, and privateness has by no means been extra distinguished within the public eye and altering technological and regulatory frameworks, from GDPR to the top of cookies, are having and can proceed to have actual penalties for entrepreneurs. Nonetheless, it’s time to take motion and utilise the brand new options accessible as a result of being caught up in opposition to the deadline of cookie-deprecation is just not the place a model needs to be.
Over and above that, the important thing to navigating this new panorama is guaranteeing that campaigns and methods are basically centred on offering personalised messaging. Take social methods for instance. Entrepreneurs want to make sure they’re tailoring their content material and interesting with every particular person client, as social platforms are the place human connections are being made and types have to faucet into this. In fact, information is a key a part of personalisation and so manufacturers want to make sure they’re complying with the most recent privateness measures to construct belief and generate the insights to attract significant connections with customers.
How do you expect the adtech business will evolve within the subsequent 18 months?
If the previous couple of years are something to go by, predicting how the adtech business will evolve within the subsequent 18 months is difficult. There are such a lot of exterior elements that might doubtlessly disrupt the market and the business – whether or not that’s because of well being, economics, provide chain, power, social protest, or one thing else – it may well really feel like the one certainty now could be that we simply don’t know what the temper and sentiment shall be in even six months’ time.
Nonetheless, what I can predict is that we’ll begin to see actual change occur, relatively than simply being talked about throughout the business! There’ll doubtless be a larger deal with measurement in a post-cookie world, and we’ll see entrepreneurs investing extra sources in cookieless methods and environments, notably on social and CTV channels.
What’s subsequent for Flashtalking?
Tons! We’re actually targeted on product innovation to make sure we’re offering companions with the fitting instruments, know-how and platforms to create seamless experiences for his or her prospects. Additionally, we’re already speaking to our prospects about how they will get forward of this 12 months’s Golden Quarter which coincides for the primary time with the World Cup – which could effectively be one of many first main world sporting occasions to be largely unaffected by pandemic restrictions since 2019.
Whereas some issues should be achieved later within the 12 months to totally perceive what is going on on the time and guarantee campaigns seize the fitting temper of the second, there are some issues manufacturers and advertisers can do to plan forward – and that features introducing methods that automate the optimisation and personalisation of artistic throughout channels now.
